It believes the country offers ‘diversity of destinations’, ‘unrivalled business opportunities’ and the ‘high quality of MICE (meetings, incentives, conferences, exhibitions) professionals’.

Nopparat Maythaveekulchai, president of the Thailand Convention and Exhibition Bureau (TCEB) said: “We believe that Thailand can connect extremely well with global buyers by offering a combined package of the three unique selling propositions.”

He hopes the CONNECT campaign will help Thailand achieve a target of nearly one million MICE visitors from abroad. TCEB has projected a revenue of $3.2 billion for 2014.

Maythaveekulchai added: “The MICE industry has always played a key role in driving the broader economy, earning revenues of about $2.66 billion per year.”

Thailand welcomed over 990,000 MICE travellers from October 2012 to August 2013. Revenue during that period came in at $2.87 billion.